In the ever-evolving world of digital advertising, Amazon DSP (Demand-Side Platform) campaigns offer robust opportunities to target audiences at scale. One of the most valuable tools for campaign optimization is Amazon Marketing Cloud (AMC), where advertisers can unlock deeper insights into how their campaigns are performing, especially when broken down by geographical locations. This article provides a detailed guide on how to evaluate DSP campaign performance by geo locations—from country and state levels to more granular postal codes—using AMC.
1. Understanding the Purpose
Evaluating DSP campaign performance by geo location helps advertisers make informed decisions when planning future campaigns. By leveraging location-based insights, you can determine where your ads performed best and where optimizations are needed. This analysis focuses on key performance indicators (KPIs) such as unique reach, total conversions, and conversion rates at various levels of geographic granularity—country, state, DMA (Designated Market Area), and postal codes.
It is important to note that geo-level analysis in AMC is only available for Amazon DSP campaigns, as geo data is not captured for Sponsored Ads
Requirements for Running the Query
To execute a successful query for geo-based DSP campaign performance, you'll need to meet the following requirements:
Active DSP Campaigns: The query is only relevant for DSP campaigns, not Sponsored Ads.
Two-Week Attribution Window: Wait at least 14 days after the campaign ends to capture all conversions due to Amazon's attribution model.
Data Sensitivity: Geo-level data at the postal code level is only available if there are at least 100 distinct users per row, due to its sensitive nature.
Querying the Data
To analyze the geo-specific performance, you'll query two main tables in AMC:
dsp_impressions: This table captures all the impressions served by your DSP campaigns, including geo-location data.
amazon_attributed_events_by_traffic_time: This table records attributed conversions, including key actions like purchases, add to cart, and detail page views. Ensure your query accounts for the full attribution window to capture delayed conversions.
Data Returned by the Query
The results from your query will return the following metrics, broken down by country, state, DMA, or postal codes for each campaign ID defined in the query:
Unique Users Reached
Total Purchases
Total Product Sales
Total Add to Carts
Total Detail Page Views
Key Metrics to Calculate
Using the data returned from AMC, you can calculate several important success KPIs for each geo-location:
Purchase Rate = unique users purchased / unique users reached
Detail Page View Rate = detail page view/ unique users reached
Add to Cart Rate = add to cart / unique users reached
These metrics help determine the efficiency of your campaigns across different regions and postal codes, providing a clearer picture of campaign success at each geo level.
Optimizing Campaigns Using Geo-Level KPIs
By examining geo-level KPIs such as purchase rates and add-to-cart rates, you can identify where your campaigns performed optimally and where improvements are needed.
For example, consider the following analysis:
High-Performing Postal Codes: Postal codes with the highest purchase rates. This suggests strong conversion potential in these areas, and you should consider further research to understand the demographics and preferences in these regions.
Underperforming Postal Codes: Postal codes with low purchase rate. This indicates potential friction points in the customer journey that need addressing, such as improving the checkout experience or offering localized promotions.
Evaluating Awareness-Focused Campaigns
For campaigns aimed at building awareness rather than driving direct conversions, analyzing unique reach at the geo level becomes crucial.
Learn more about geo-level insights in Amazon Marketing Cloud: DSP Campaign Performance Insights by Geo Locations.
How Can Hector Help You?
Hector’s powerful reporting dashboard simplifies accessing AMC insights, eliminating the need for complex SQL queries. With an intuitive interface, it delivers actionable DSP campaign performance insights by geo locations that empower you to make timely, informed decisions.
Unlock the potential of AMC with Hector and drive incremental growth for your brand.
If you’re new to AMC, Hector can help you start by setting up your own AMC instance.
Conclusion
Understanding DSP campaign performance by geo locations in Amazon Marketing Cloud empowers advertisers to optimize campaigns with precision. By analyzing KPIs such as purchase rates, add-to-cart rates, and penetration rates at different geographic levels, you can identify top-performing regions, detect areas of underperformance, and refine your targeting strategy. Whether your focus is conversion-driven or awareness-oriented, AMC provides the detailed geo-location insights needed to drive more effective and impactful campaigns.
Incorporating these data-driven insights into your future DSP campaigns will allow you to maximize ROI and deliver more personalized, relevant advertising experiences to your audience.
Learn more about reporting capabilities in Amazon Ads Reporting.